I've no more time for the Wannamaker quote - it's enough to say that the marketing industry now know's when marketing-works!
This blog will highlight the best detective work which shows when marketing works and when it doesn’t.
Please e-mail me with comments as well as articles which you would like posting.

Friday, June 15, 2007

modelQED Launched - finally!

Today we finally launched modelQED™, a marketing mix analysis tool (econometrics if you prefer) which will hopefully help to democrotise the usage of this powerful analytical technique.

For many years, i've figured that marketing mix analysis was actually a fairly well understood tool by many advertisers. There are many articles saying that it needs to be performed by professionals with years of experience. However my personal experience was that for 90% of the models i've ever created, the simple straightforward model was often the best. My econometrics knowledge was only used on the most specialist assignments. For the rest of the time, i was following a well defined process which in most cases gave the correct answers. modelQED™ is designed to deal with these challenges in record quick time and leave the hard core analysts to tackle the remaining challenges.

As with all things marketingQED are trying to do, we've focused our efforts on making modelQED™ both simple to use but also powerful in context. By this I mean that the users interaction with the package is made as easy as possible whilst the analysis delivered is exactly what would be required for the majority of mix modelling. The feedback to date is that we've largely achieved this. I think we will continue to develop the product focusing on even more simplification and user friendliness.

modelQED™ solves lots of issues for modellers but this is only the beginning. Give me a call or drop me an e-mail if you want a demo of this truly unique tool.

We have many other products in the pipeline. Hopefully the market will find these tools useful.